About Our Company
How did all this silliness start? During the summer of 2008, Alex and Abhi were doing non-profit work in Swaziland, a tiny little country on the southeastern edge of Africa (seriously). During much of their downtime, they got to thinking about things they cared for the most - things like art, entrepreneurship and peanut butter. While pondering these deep thoughts, they realized that the concept of printing and framing had pretty much remained the same for hundreds of years. Then Abhi said to Alex: "…and we shall call it… Fracture!" Ok, so we might have skipped a bunch of details. But eventually after lots (lots) of brainstorming and a bit of action, we were sold on the idea of revolutionizing how folks got their digital pictures onto their walls, and we scrambled to make it a reality. We stuck with the name because it really embodied the sense of surprise, irony and story telling that went hand-in-hand with our vision for the future. Since then, Fracture has grown and changed in dozens of ways as we learn and try to adapt to the real needs of our customers and our market. That's a philosophy we strive to keep alive - even when it means reinventing the company for the third time. Today, Fracture's vision is clear: to make printing as customized and personal as the pictures themselves and to make decorating as easy and exciting as taking the picture.
The Crazy Founders
Abhi is all business, some of the time. When he's not acting as Fracture's secretary, accountant, book keeper and resident Indian, he's most likely watching ESPN or the Food Network. If you want to talk about tennis, biotechnology, start-ups, or entrepreneurship, he's all ears. If you want to attract his attention, use peanut butter. Works like a charm.
Alex is the resident engineer. He can't spell or add all that well but he likes to solve big complicated problems with simple, elegant and creative eureka's. He has a pretty distinct personality that usually comes across with a blend of goofiness and seriousness and he always thinks at least 1^10 steps ahead. Most people don't always know what he is talking about, but appreciate what he does. When it comes to Fracture's amazing technology, he's the one to talk to.
112 SW 6th St
Gainesville, FL 32601